| Hello, The Ballantine Corporation would like to welcome you to the March issue of our Sample of the Month Newsletter. This issue features a case study from our client Weight Watchers Magazine, and their test of their 6x9 control package against a full-size magalog. Do you have 3 minutes to spare? Give us just 3 minutes of your time and our multimedia video will show you how Ballantine can save you both time & money on your direct mail projects. |
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Watchers Magazine This has been Weight Watchers Magazine's control package for the past 3 years. This 6x9 package consists of a 4-page letter, a reply card, a BRM, a brochure and a lift note. The package's soft offer entices the recipient with one free issue. If they like what they see, they receive 5 more issues (one full year equals six issues) for only $11.95. ProCirc handles all of Weight Watchers Magazine's circulation needs. |
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Weight Watchers Magazine decided to test this full-size magalog, measuring roughly 8" x 10.5". The magalog is 12 pages and includes a bound in reply card. Furthermore, the recipient's address is imaged in two locations: on the back cover and on the reply card. The soft offer is the same as the control package- one free issue. ProCirc handles all of Weight Watchers Magazine's circulation needs. |
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Direct Mail Campaign Details What's interesting about this test is that the gross response of Weight Watchers Magazine's 6x9 control package is still phenomenally high- far greater than the industry average of about 4%. "It's smart circulation marketing to keep testing," said Ken Conklin, Senior Account Executive at ProCirc. "We tested the magalog format because it enables us to fully develop the Weight Watchers story, including the essential before and after photos." The magalog was mailed in January so results are still coming in, but gross response up to this point is trailing the 6x9 control package. "It's looking like the control package is going to beat the magalog in gross response, but we expect the pay up to be better with the magalog," said Ken. If you would like final results of this test- which should be available in a month- please email us. About The Ballantine Corporation Ballantine is a full-service direct mail production company providing creative copy and design, print production and mailing services. Established in 1966, we bring a full plate of benefits to our clients including top-notch project support and competitive pricing. Please visit Ballantine.com for more information as well as additional samples of our work and a 3 minute video. Thank you for taking the time to read the March issue of our Sample of the Month Newsletter. If you have any feedback, please email us. |
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